Spotify Ad Exchange Plugs Directly Into Amazon DSP — Spotify Podcast Inventory Opens Globally, Australia and Japan Gain Audio and Video, and Programmatic Guaranteed and Open Auction Join PMP Deals
On July 6, 2026, Spotify and Amazon Ads announced that Spotify Ad Exchange is now integrated directly with Amazon DSP, deepening the programmatic partnership the two companies launched in October 2025. The headline addition is podcasts: advertisers buying through Amazon DSP can place audio ads across Spotify's podcast catalog for the first time, globally. The update also widens the market footprint beyond the original nine countries — Australia and Japan gain audio and video inventory, India gains video — and adds two buying types alongside the private marketplace deals that already existed: Programmatic Guaranteed and Open Auction. This is a supply-side expansion for Amazon DSP buyers, not a change to Sponsored Products, Sponsored Brands, or any FBA fee or policy.
Key Points
- Announced July 6, 2026: Spotify Ad Exchange is now directly integrated with Amazon DSP, replacing the more intermediated setup that ran under the October 2025 partnership
- Spotify podcast inventory becomes buyable through Amazon DSP for the first time, and Spotify describes the podcast access as global
- Market expansion beyond the original nine countries (US, UK, Canada, Germany, France, Italy, Spain, Brazil, Mexico): Australia and Japan add audio and video inventory, India adds video
- Two new transaction types on music inventory — Programmatic Guaranteed, which carries fixed CPMs and access to Spotify's first-party custom audiences, and Open Auction for video
- Existing private marketplace (PMP) deals for audio and video across both music and podcast inventory continue to work
- Spotify and Amazon cite the podcast network reaching an audience with 90% unique reach relative to Spotify's ad-supported music tier, meaning most podcast listeners do not overlap with music-only listeners
- Spotify also cites that 47% of podcast listeners aged 12-34 name Spotify as their preferred podcast platform
- Neither company disclosed pricing, minimum spend, or spend commitments tied to the integration
What You Should Do Now
- 1If you already run Amazon DSP audio, check whether Spotify podcast inventory is now selectable in your account and how it prices against the Triton and iHeart audio supply Amazon added earlier in 2026
- 2Advertisers targeting Australia, Japan, or India should re-check inventory availability — those markets changed with this update
- 3Consider Programmatic Guaranteed if you need fixed CPMs and predictable delivery on Spotify music inventory; use Open Auction video for flexible, lower-commitment testing
- 4Keep podcast and streaming audio budgeted separately from Sponsored Products — this supply reaches upper-funnel audiences and should not be measured against keyword-level ACOS targets